The battle between the two campaigns over Hillary Clinton’s “basket of deplorables” comment is now fully joined, and it’s becoming increasingly clear that the Clinton campaign has one major strategic goal: to get the national media to talk about Donald Trump’s bigotry and his racist campaign as much as possible.

Trump is now fully leaning into the attack on Clinton’s claim last week that “half” of his supporters belong in a “basket of deplorables,” because they are motivated by Islamophobia, racism, sexism, and other forms of bigotry. At a rally late yesterday, Trump unloaded on the comments, claiming Clinton had slandered and demeaned millions of his supporters, many of them working people, as not just “deplorable,” but also “irredeemable” and “un-American.” (That’s pretty comical coming from the world’s most famous birther, but I digress). Trump has also said: “you can’t lead this nation if you have such a low opinion of its citizens.”

The Clinton campaign released a new ad this morning that shows Trump making that last claim, and then illustrates Trump’s own “low opinion” of Americans by recapping his attacks on a Mexican-American judge and on the Khan family; his ridicule of a disabled reporter; his sexist insults; and his dismissal of African American life as a smoldering hellscape of shameful failure. The story it tells is not only that Trump is bigoted towards these groups, but also that he’s cruel and abusive towards them:

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